About the course
This five-week-long masterclass, with a one-hour individual follow-up session, will give you an in-depth understanding of behavioural insights; the theory as well as how you can apply behaviour change principles to real-life scenarios and campaigns faced by your organisation.
The course is aimed at those in communications, policy and operational roles who want to understand more about behaviour change - understanding it, as well as going through practical examples to help you apply it.
You will come away with an understanding of our very own BEST framework (Behaviour, Examine, Solve and Test) along with working through other behavioural models, such as EAST (Easy, Attractive, Social and Timely) and COM-B (Capability, Opportunity, Motivation and Behaviour).
And you will gain an in-depth appreciation of what drives human behaviour; the barriers that prevent people from taking action and how to bring predictability to what appears, on the surface, to be unpredictable human behaviour.
During the course, you will work through the BEST framework to give you a behavioural framework to plan your campaigns, improve service delivery and bring predictability to what appears to be unpredictable human behaviour.
You will come away with an understanding of how to set behavioural objectives, how to implement them, and importantly how to measure whether they have been successful, often at low cost.
How can behaviour change theory help you?
Behaviour change theory can help tackle a range of topics facing public sector organisations today. Attendees will receive a pre-event survey, so that case studies are tailored to campaigns and scenarios you are facing today. Examples include,
Help residents deal with the cost of living, manage debt and save more
Encouraging people to shop local and to make better choices when they shop
Increasing recycling rates, as well as tackling littering
Help tackle climate change through individual actions
Prompting people to take more exercise
Shifting residents from offline to online services
Encouraging people to make healthier life choices
Promoting sustainable methods of transport e.g. walking and cycling over car use
Continue to encourage people to take the vaccine and booster jab
And these interventions are often at much lower costs, compared with traditional forms of communications, involving small changes, or 'nudges' to communications or processes.
Who should attend?
The masterclass is suitable for those in communications, policy and operational roles, in the public sector, who are involved in managing campaigns and projects where an understanding of behaviour change theory and its application will be useful.
Those at officer, manager, head of service or director level are welcome to attend.
What should I expect?
A run-through of behaviour change theory and techniques.
An in-depth guide to running behaviour change campaigns.
Interactive exercises to explore techniques, that will help you apply behaviour change theory.
Examination of case studies showing effective behaviour change in practice.
Homework in between each session, with feedback each week.
What are the course objectives?
Participation in the course will provide you with the knowledge to:
set objectives that effectively change people's behaviours, using behavioural frameworks.
plan a campaign and/or design interventions mapped against the behaviour(s) you want to shift.
recognise the importance of research to carry out research for the campaign planning and evaluation process.
use the course template to plan your own campaigns/interventions, as well as testing their effectiveness.
How does it work?
The course will be delivered via Zoom; with homework and feedback in between sessions.
Each attendee will receive a post-course, 1-hour follow-up Zoom session to run through their campaign or behaviour intervention plan.
The course will include membership of an attendee facebook group, to share ideas, and receive feedback on your live campaigns/scenarios as you go through the course.
£499 + VAT per person
Thursday 25 January 2023, 1pm to 3.00pm
Thursday 2 February, 1pm to 3.00pm
Thursday 13 October, 1pm to 2.30pm
Thursday 3 November, 1pm to 2.30pm
Thursday 10 November, 1pm to 2.30pm
Plus individual one-hour follow-up at a time that's convenient for you.
Introduction to Behaviour change theory
Run through of behaviour change theory and principles
Identify objectives and behaviours to shift, along with barriers to change.
Exploring interventions based on COM-B and EAST models, using real life case studies, and how you can apply them.
Examine methods to test your campaigns or plans and evaluate their success.
In depth run through and critique of campaign plans and interventions.
One-hour individual session:
Individual one-hour follow up session to discuss your campaign plan or intervention with Dominic Ridley-Moy over Zoom.
The behaviour change training was a really valuable day – fascinating and insightful. The most value was definitely being able to practically apply the theory to live campaigns that we are currently working on. It was incredibly useful having a real example of what’s worked and what hasn’t – the team are much more confident in applying behaviour change theory into their campaign planning now.
Communications, Engagement and Marketing Manager
Eastleigh Borough Council